Your SlideShare is downloading. ×
0
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
High Value Media Placement Strategies
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

High Value Media Placement Strategies

1,259

Published on

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled HIGH VALUE MEDIA PLACEMENT STRATEGIES. The panelists discussed …

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled HIGH VALUE MEDIA PLACEMENT STRATEGIES. The panelists discussed insights into the future of online video commercialization. Online video commercials were compared to tv video commercials. Panelists include Stacey Lynn Schulman-Sr. Vice PresidentAd Sales & Sports Research at Turner Broadcasting System &
Lisa Quan-Vice President, Director of Audience Analysis at MAGNAGLOBAL. The panel was moderated by Artie Bulgrin-SVP, Research and Analytics at ESPN.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,259
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. HIGH VALUE MEDIAPLACEMENT STRATEGIES Moderator Artie Bulgrin SVP, Research and Analytics ESPN
  • 2. Insights for the Future of OnlineVideo CommercializationStacey Lynn Schulman Lisa QuanSr. Vice President Vice PresidentAd Sales & Sports Research Director of Audience AnalysisTurner Broadcasting System MAGNAGLOBAL
  • 3. TV Everywhere – The Elegant Solution Stakeholder Concern Interest Solution Broadband HH do not Protect Exclusivity of • AuthenticationMSO subscribe to cable/ Content Distribution requirement satellite/telco • Greater ad load monetizes inventory Expand Access of Sustainable Internet content library to grow • Extended screenContent Provider measurement expands video business model viewership across platforms audience delivery for program valuation and marketplace currency • Disabled fast- Viewer Control (fast forwarding through forwarding) diminishesAdvertiser Commercial skipping commercial breaks in communication value of on-demand advertising environments • Expanded access to content Wider Access and • Fresher contentViewer Content availability Control of Viewer • Greater control of Experience experience thru greater variety of on-demand platforms
  • 4. The Million Dollar QuestionWill consumers watch full length television programsonline with a full linear ad load?• What is the optimal online ad load that maximizes both the consumer experience, as well as advertising exposure and revenue?• Is viewing to 30-minute shows (comedies) and 60-minute shows (dramas) affected differently by varying degrees of advertising load
  • 5. BackgroundNo real world research• Previous studies involved attitudinal research• Lack of solid consumer behavior data• Most survey based studies were directionally the same, revealing online advertising acceptance has largely been studied – In comparison to television – Across demographic groups – Based in general acceptance• Results had conflicting findings• Some behavioral research emerged in last 6 months (CW/Freewheel)
  • 6. ProblemsIs it too late?Is it too late to introduce greater commercialization intothe online video space?• Consumer attitude reporting is fulfilled – Easier to achieve – Multiple sources but not entirely cohesive• More exacting research on consumer behavior is missing – Need is strong and growing for actual behavior – Technologically complicated – Commitment by parties involved • Time • Money • Platform • Content
  • 7. MethodsA first stepTurner and MAGNAGLOBAL partnered in orderto get a first look• Designed study to give users an unobtrusive and unbiased viewing experience• Expectations of uncovering differences in claimed versus observed online tune-out – Self report data subject to speculation – Mechanical observational methods are not open to conjecture
  • 8. We Tested Turner’s Most Recent Episodes7 Days After Linear Air
  • 9. Research Design• Online multivariate test design using Turner and Optimost technology• Panelists were randomly selected once arriving at TNT.tv or TBS.com – not pre-recruited to participate• This was a “blind” test – consumers were completely unaware of our intervention
  • 10. Research Design• Fast forwarding was disabled during the ad breaks, but was enabled during the program content, simulating Turner’s current TV Everywhere environment
  • 11. Research Design• Ad load was varied across 6 test cells – Included a mix of different ad creative and network promos, as well as :30’s ad :15’s• Optimost randomly selected, rotated and served ads from a pool of TV commercials provided by Magna & Turner, eliminating bias
  • 12. Panelists Were Randomly Assigned toOne of Three Test Cells TNT Dramas = 5 ad blocks TBS Comedies = 4 ad blocks Cell 1 Cell 2 Cell 3 Linear+ Ad Load Modified Ad Load Online Ad Load 20 Min Ad Load 10 Min Ad Load 1:15 Min Ad Load Cell 1 Cell 2 Cell 3 Linear+ Ad Load Linear Ad Load Online Ad Load 16 Min Ad Load 8 Min Ad Load 1 Min Ad Loadn = 1000+ per cell. Note: on average, hour long original TNT dramas contain ~17.5 mins of non-program content, includingnational and local commercials, as well as network promotion. TBS original comedies, such as Meet The Browns, contain~8 minutes of non-program content.
  • 13. MAGNAGLOBAL Partnership ProvidedTurner With Multiple Brand Categories• Automotive • Health & Beauty• Beverages • Pharma• Consumer • QSR Electronics • Technology• Durable Goods • Tourism• Entertainment 14
  • 14. Advanced Technical Implementation was Essentialto Precisely Measure Time Spent ViewingStream viewing and ad viewing were both tracked in5 second increments to ensure precision in analysis Optimost Beacons V. Start 5 10 15 20 0 5 10 Ad Block
  • 15. What Did We Already Know About HowConsumers Watch Long Form Content Online?On average, consumers watch about half of full length sitcomsand dramas on TBS.com and TNT.tv with limited ad load 2010 Original Series Multiplatform Viewing Summary - TBS and TNT Through Linear Premieres of June 31, 2010 Online2 VOD3 Avg. Episode Estimated Avg. # Starts (000) TSV per Ep. Orders (000) Avg. TSV Episodes Per Episode Start (mins) Per Episode per Order Meet the Browns 16 67 16 308 21 My Boys 2 74 18 97 21 Neighbors from Hell 10 39 16 115 18 Online2 VOD3 Avg. Episode Estimated Avg. # Starts (000) TSV per Ep. Orders (000) Avg. TSV Episodes Per Episode Start (mins) Per Episode per Order The Closer 3 170 23 317 36 Rizzoli and Isles 3 190 29 312 41 Hawthorne 6 97 24 216 38 Memphis Beat 6 84 29 221 39 Leverage 7 176 29 301 38Source: Broadband data from Omniture; VOD data from Rentrak.
  • 16. TNT Viewing Pattern is the SameRegardless of Length of Ad Breaks % of Panelists Viewing by Segment100% Episode credits 80% 60% 40% 20% 0% Linear+ Ad Load Modified Ad Load Online Ad Loadn = Total Sample. Differences across cells are not statistically significant.
  • 17. Varying Ad Loads Did Not AffectTime Spent ViewingViewers watched ~29 minutes across all 3 test cellsConsumers watched more of the program in the Modified and OnlineAd Load scenarios, but they do not watch longer Average Minutes Viewed per Viewer and % Program Completion Rate 30 29 Mins Mins 26 Mins (49%) (56%) (59%) Linear+ Ad Load Modified Ad Load Online Ad Loadn = Total Sample. Differences across cells are not statistically significant.
  • 18. TNT Online Video Commercial RetentionRate is HIGHER Than Live Television Commercial Retention Rates on TNT 100% 98% 92% 94% Live TV Linear+ Ad Modified Ad Online Ad Load Load Load“Commercial Retention Rate” = live commercial rating/live program content rating for Live TV and average # panelistsviewing per ad minute/average # panelists viewing per program content minute. n = Total Sample.
  • 19. TBS Viewing Behavior Follows a Similar Pattern Excessive, Linear+ Ad Load shows slightly steeper decline % of Panelists Viewing by Segment100%80% Episode credits60%40%20% 0% Show Ad Block 1 Show Ad Block 2 Show Ad Block 3 Show Ad Block 4 Show Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Linear+ Ad Load Linear Ad Load Online Ad Load n = Total Sample. Note: Heavy Ad Load exceeds TBS’ current linear ad load for original comedies by ~8 minutes. Differences across cells are not statistically significant.
  • 20. Varying Ad Loads Did Not AffectTime Spent ViewingViewers watched for ~14 minutes across all 3 test cellsConsumers watched more of the program in the Modified andOnline Ad Load scenarios, but they do not watch longer Average Minutes Viewed per Viewer and % Program Completion Rate 15 14 Mins Mins 13 Mins (37%) (45%) (40%) Linear+ Ad Load Linear Ad Load Online Ad Loadn = Total Sample. Differences across cells are not statistically significant.
  • 21. Commercial Retention for LinearAd Load Online is on Par with Live TVLinear+ Ad Load was well in excess of LinearAd Load and resulted in more ad skipping Commercial Retention Rates on TBS 96% 92% 93% 79% Live TV Linear+ Ad Linear Ad Load Online Ad Load Load“Commercial Retention Rate” = live commercial rating/live program content rating for Live TV and average # panelistsviewing per ad minute/average # panelists viewing per program content minute. Note: Heavy Ad Load exceeds TBS’current linear ad load for original comedies by ~8 minutes. n = Total Sample.
  • 22. What We Learned• Time Spent Viewing Regardless of ad load, consumers will spend approximately the same amount of time watching full length episodes online• Commercial Retention Commercial audience retention in an online environment is equal to or better than Live TV for full length episodes – These findings are consistent for both hour-long dramas and half-hour sitcoms• Advertising Exposure Online episodes with ad loads resembling traditional linear television drive significantly more ad exposures than limited advertising scenarios
  • 23. ConclusionsAgency perspectivesThere is clear opportunity• Fall-off in viewership minimal after first break – Significant number of people watched to conclusion• Suggests that audiences will accept expanded advertising in online video – More inventory means more brands can participate
  • 24. ConclusionsAgency perspectivesThere is more work to be done• Study viewer behavior during online video consumption• Compare online video engagement versus traditional television• Determine ad-avoidant behaviors occurring when watching online video; explore ways to counter – Minimizing – Muting• Identify differences in viewing by genre – Dramas, comedies, reality, etc.
  • 25. ConclusionsAgency perspectives• Further evolution of accountability – Nielsen’s Extended Screen initiative very limited right now • Requires identical commercial loads • No full agreement by content owners – Measurement should be tailored to the process, not the other way around – TV Everywhere is not necessarily the definitive answer • Represents the blending of metrics • Even C3 was not meant to be a final currency• Future needs will push innovation – Demographic and behavioral targeting
  • 26. ConclusionsMedia perspective• TV Everywhere is a WIN-WIN-WIN-WIN for the industry – WIN for Viewers – More content on more platforms at no additional cost – WIN for Cable Operators – Better offering for their customers – WIN for Cable Networks – More platforms and more viewing for harder to reach viewers – WIN for Advertisers – More impressions and better demographics for their TV advertising• Online commercialization is a well-tolerated trade-off for consumers to avoid paying for content
  • 27. Questions

×